In the run-up to the 2024 election, a citizen-led group came together around a single goal: encourage Lexington to Vote Yes for Parks. We worked together to raise awareness, instill confidence, and galvanize support for a ballot referendum establishing a dedicated fund for Lexington’s parks. And it worked — the referendum passed with 61% of the vote, securing an estimated $8 million annually to develop and improve our parks.
LIGHT MODE
DARK MODE
VOTE Yes for Parks
Catalyze change city-wide
We worked with Vote Yes for Parks to build a successful campaign from the ground up, reaching thousands of Lexington voters and passing a referendum to fund parks.
Parks are for everyone
Vote Yes for Parks set out to do more than improve a few parks for a few groups of people. A successful campaign would enable major changes that could improve quality of life for everyone in the city.
Strategy
We knew from the beginning that Lexington loves parks. There would be a solid base of support, even without a campaign. But we also knew that relying on existing values wouldn’t be enough. Ballot language can be confusing, and voters in the booth tend to focus on the top of the ticket.
We needed to show undecided — and simply unaware — voters that there was already a strong community in support of more funding for our parks. By showcasing this support, we would galvanize existing advocates and welcome newcomers to the cause with accessible information. More broadly, we wanted to reach people who aligned with Vote Yes for Parks’ values but weren’t fully aware of the measure’s far-reaching impact.
Making a connection
To be successful, the campaign had to appeal to as many supporters (and potential supporters) as possible. It had to be engaging, inclusive, and joyful. And like our parks, it had to be a reflection of our city.
Campaign identity
A vibrant color palette and friendly, legible typography create an energetic tone and provide a consistent backdrop for information. The logo puts clarity first, placing the wordmark in a checkbox to quickly communicate our goal.
Photographs and illustrations show a diverse group of people participating in a wide variety of pastimes. Because parks aren’t just for running and team sports. They’re also for family picnics, afternoon strolls, and countless other activities that help people get closer to nature, friends, and family.
Cultivating a community
Website + content strategy
This website didn’t need to be complex or particularly robust. It needed to be simple, effective, and engaging — to serve as an introduction to the issue or the next step after a conversation. Signs, posters, mailers, and more pointed users to the site throughout the campaign.
The visual identity provided a familiar, consistent canvas. But we weren’t simply building brand awareness; we were building towards a singular call to action. Content strategy would be key to an effective site. Ours centered on three pillars: showcase existing support, highlight tangible goals, and provide transparency about the referendum and its impact.
Showcasing support from all around the city would reinforce one of the campaign’s key strategic goals and welcome new supporters into an existing community.
Concrete, relatable goals and data would make clear the future impact on parks and people. And transparency would answer the questions that might stand in the way of a voter’s support: What will this initiative change for me? How much will my household contribute? How will the money be spent?
Beyond the ballot
Consistency builds trust. But too much consistency can feel corporate and boring. We knew that if our neighbors saw themselves in this campaign, they’d be proud to put a sign in their yard or a post on their feed. And that’s what happened. On election day, the referendum passed with 61% of the vote, opening the door to an estimated $8 million in new parks funding every year.
Our work with Vote Yes for Parks was never meant to last. And it didn’t. But it did create a lasting impact, securing the path to develop and improve Lexington’s parks for decades to come.
Partners
Sydney Toth, Brand Strategy, Website Strategy, and Copywriting
